U.S. Ad Spending Jumps 19.3% in June as World Cup Lifts TV by 36%
Updated
Updated · Insideradio.com · Aug 3
U.S. Ad Spending Jumps 19.3% in June as World Cup Lifts TV by 36%
2 articles · Updated · Insideradio.com · Aug 3
Summary
June U.S. ad spending rose 19.3% from a year earlier, Guideline said, marking the strongest monthly gain of 2026 and a sixth straight month of annual growth.
World Cup marketing drove the surge: traditional media spending climbed 26%, national TV jumped 36%, and about 75% of tournament ad dollars went to broadcast TV versus 25% to streaming.
Digital spending still increased 17%, but its market share slipped five points from May to 72% as event-driven TV demand pulled budgets toward traditional media.
First-half spending was far weaker than a typical mega-events year, up about 4% overall and 2.8% excluding event-related dollars, with auto advertising remaining a major drag.
Guideline expects a tougher second half despite help from political ads, as inflation and cautious consumer spending continue to weigh on advertiser confidence.